媒介管理学概论.doc

<p>⑴ 媒介 ：介于传播者与受传者之间的用以负载传递延伸特定符号和信息的物质实体。它包括书籍报纸杂志广播电视电影网络等及其生产传播机构
1、概念 &nbsp; ⑵ 管理的实质：获得最大利润，承担社会责任
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp;⑶ 媒介管理：研究媒介管理者协调组织领导控制媒介员工的工作和充分利用媒介资源来达到既定的媒介发展目标的过程 。从四个方面理解 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;
2、本质：社会责任与经济利益的有效结合，人财物讯息的深度整合，独特性与统一性的有机组合，科学与艺术的巧妙融合
3、特征：全局性，长远性，纲领性，权威性，抗争性，相对稳定性
⑴对者及活动提出来的指导原理基本要求
4、原则 &nbsp;⑵ 形成 &nbsp;
&nbsp; &nbsp; &nbsp; &nbsp; ⑶ 内容： &nbsp; &nbsp; 导向，整体，互动，民主，法治，程序，专业，发展 性原则
一、媒介管理概述 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;⑷ 正确认识与 &nbsp;媒介管理原则的制定是有客观依据的；
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;理解管理 &nbsp; &nbsp; 媒介管理原则的制定受到一定阶级思想和世界观的影响 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;
原则 &nbsp; &nbsp; &nbsp; &nbsp; 媒介管理原则并不是单独起作用的，而是一整套原则共同释放能量 &nbsp;
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介管理的八大原则不是散乱排列，而是一个严密的体系
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;确定：计划，组织，指挥，协调，控制，革新 职能
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 正确履行 &nbsp; 媒介管理中的各项职能是既有区别又有联系的
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 5、职能 各项职能 &nbsp; 媒介管理中的各项职能是既有层次也有侧重的
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;不同的媒介主管人员在不同的职能上花费的时间量不同
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;有助于媒介组织迎接知识经济时代的挑战
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;有助于媒介在市场竞争中取得客观的社会效益和经济效益
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒管作用 &nbsp; 有助于合理配置资源，并提高协同效果
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;有助于媒介组织真正成为动态的开放系统，更好的生存和发展
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;有助于适应国际媒介竞争
⑴ 媒介是公共产业：政治，经济，教育，文化 功能
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;公共产业媒介提供的信息的特点：公益性，真实性，新鲜性，有用性
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ⑵ 媒介是信息产业：①媒介业的主要任务，向社会提供服务性信息
1、媒产属性 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ②要了解媒产的特性和影响，最好的办法就是思考比特和原子的差异
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;③比特不能离开原子而存在
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;④信息在社会生活和工农业生产中的作用及其重要
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ⑶ 媒介是营利产业：营利是全球媒介产业共同追求
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;作为营利产业的媒介，其商品化过程或营销模式通常有三种：
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;将讯息转化成商品买卖
二、媒介产业 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;将受众转化成商品买卖
&nbsp; &nbsp; &nbsp;与 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;将买卖转化成增益过程 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;信息生产和精神生产
&nbsp; &nbsp;媒介组织 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 生产的特点：大众传媒实现生产机能可通过两种方法 &nbsp; 媒介生产和物质生产
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 产品的特点：大众传媒生产的是两种不同产品 &nbsp; 信息产品，比特，数据转化为信息
2、媒产特点 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;实体产品，原子，信息物化为实体媒介
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 销售的特点：媒介产业产品两种方式销售 &nbsp; 播出时间，刊载版面卖给广告主
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;广告信息社会信息卖给广大受众
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 消费的特点： &nbsp;消费功效是精神试听的享受
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 消费质量依赖文化程度
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 消费过程视听觉接收认知翻译转化符号为信息的过程

&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;理念创新 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;媒介跨行业合并和兼并，从行业外得到自己的资源
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;体制创新 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;允许媒介以上市公司的身份出现，从社会上获取资本
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;3、媒介产业化 &nbsp; 资本运作：四种方式 &nbsp;行业外大资本投入媒介产业运营
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 的途径 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介自身向外投资，获取投资收益
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;集团化经营
二、媒介产业 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;全球化竞争：我国迎接全球化挑战的对策活举措：
&nbsp; &nbsp; &nbsp;与 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;①参与媒介全球化进程，争取媒介全球化权益
&nbsp; &nbsp;媒介组织 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;②制定和实施人才战略，培养和造就媒介人才
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;熟悉世贸规则，适应国际竞争，能解决国际争端的管理人才
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;熟悉文化，语言，差异传播人才
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;抓紧培养 &nbsp;懂新传媒法复合人才
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;懂计网新闻业务网络传播人才
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;造就政素高，业能强专门人才
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;③形成并加强我国媒介的核心竞争力
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;优势成为核竞要具备三个特性：独特性，顾客价值性，延展性
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;④循序渐进，步步为营 &nbsp;制定完善法律，利用世组协议，维护利益
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;媒介特区，允许外媒进入特，积累经验，缓冲带
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;在大强基础上，按影响力大小，依逐限开媒介市场
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;积极稳步进军国际媒介市场
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;⑤调整产业结构，实施多角经营
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;我国媒介短时间的重点 采取收兼合协，大低扩张和产业结构调整允组媒集团
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 引进管经传手，实多角，提高多种经营的经济效益
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 重视资本运营，鼓励国内媒介上市筹措资金
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 采取传媒巨头整合模式，发展完善国家高速宽带传输
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 兼管海外销售或采购，合资购股兼并，特色，合作伙
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ⑴组织的内涵：一般意义的组织；管理学意义的组织，三个概念：职权，职责，组织系统图
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ⑵媒介组织的特点与设计：
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介组织①指专门从事大众传播活动以满足社会需要的社会单位或群体
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ②特点：经过认真筹划，充分准备建立起来的；成立得到权威部门认定和社会大众认同；有明确的目标，即满足社会大众的需求；成员专门从事大众传播活动，并以此谋生；传播信息有固定的媒介；有明确分工和权限，形成特有角色关系；讲究效率，强调时效；指定各种规章制度，约束成员行为，为实现目标提供保证
4、媒介 &nbsp; &nbsp; &nbsp; &nbsp;媒介组织设计①就是对大众传播组织的机构人员任务权力和硬件等进行科学组合以顺利实现目组织的 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;标的过程。 &nbsp; &nbsp;
基本 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;②设计应注意：方案应得到上级同意；体现人员优化，发挥组织功能，最大绩效；
问题 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 分工合理职责分明，人员精干，便于协调指挥；组织内部各要素合理安排，外部要素相适应
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;⑶组织的管理跨度与组织结构形式
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;⑷现代媒介组织变革趋势：小型化，扁平化，精干化，团队化

&nbsp; &nbsp; &nbsp; &nbsp;1、媒介 &nbsp; &nbsp; &nbsp; 内涵：是媒介组织根据外部环境和内部条件确定使命与战略目标，为求得长久的生存和稳定的发展，对实现目标的途径和手段进行总体谋划并付诸实施的动态管理过程
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp;战略 &nbsp; &nbsp; &nbsp; &nbsp;特征：全局性，长远性，纲领性，权威性，抗争性，相对稳定性
管理 &nbsp; &nbsp; &nbsp; &nbsp;过程：媒介战略环境分析，媒介战略评价与选择，媒介战略实施，媒介战略控制
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp;①媒介 &nbsp;a媒介宏观环境分析：政治环境，经济环境，社会环境，技术环境，PEST分析法
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 外部 &nbsp;b媒介产业环境分析：潜在进入者的威胁
&nbsp; &nbsp; &nbsp; &nbsp;2、媒介战略 &nbsp; &nbsp;环境 &nbsp;（产业竞争分析 &nbsp; &nbsp; 替代品的威胁
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 环境分析 &nbsp; &nbsp;分析 &nbsp; “五要素“） &nbsp; &nbsp; &nbsp;来自受众的压力
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;供给方的压力
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介竞争
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ②媒介内部 &nbsp;a媒介资源分析：讯息，人力，财力，技术，物质，管理 资源分析
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 条件分析 &nbsp;b媒介产品分析：市场细分和产品定位，产品生命周期，产品组合 分析
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; c媒介市场分析：竞争，促销能力，经济效益 分析
&nbsp; &nbsp; &nbsp; &nbsp;3、媒介 &nbsp; 多角化战略：途径：内部发展，购并，联合
三、 &nbsp; &nbsp; &nbsp; 战略 &nbsp; 媒介品牌战略：方法正确进行品牌定位，强力塑造媒介形象，科学选择品牌延伸领域，有效利用品牌再生
媒介 &nbsp; &nbsp; &nbsp; 选择 &nbsp; 媒介集团战略：媒介集团的类型：一体化型，资源综合利用型，协作型，外向型，市场型
战略 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;媒介集团成员的选择：基本条件：优势互补；主管部门同意其加入
管理 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;两种情况：强强联合，强弱联合
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;媒介购并战略：横向，纵向，混合 购并
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;媒介上市战略：传媒上市公司四种类型：平面媒体，垄断通道型，资产注入型，网络媒体类 上市公司
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;战略有两种：媒介直接上市，媒介买壳上市
&nbsp; &nbsp; &nbsp; &nbsp;4、媒介 &nbsp; 阶段：发动，计划，实施 阶段
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 战略 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 坚持正确舆论导向原则
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 实施 &nbsp; 基本原则： &nbsp;统一领导，统一指挥原则
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;创新原则
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;应变原则
&nbsp; &nbsp; &nbsp; &nbsp;5、媒介 &nbsp; 必要性： 媒介战略环境的复杂性与不确定性
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 战略 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;媒介战略管理的复杂性
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 控制 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;管理失误的不可避免
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;类型 &nbsp; 回避控制，手段：集中管理，风险共担，计算机控制，转移和放弃
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 活动控制，做法：行为规范和限制，经济责任制，事前审查
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 绩效控制
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 人力资源控制 表现在奖惩（以考核为准，及时与适度，奖励为主，惩罚为辅）和职位升降两种
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;动态过程 &nbsp;两种情况
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;表 现 &nbsp;确立媒介战略评价标准
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 衡量媒介业绩
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 诊断
反馈纠偏

&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介领导含义 领导同时需具备领导者和被领导者，缺一不可
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1、媒介领导 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;领导者是相互作用，相互影响中的支配力量
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;与 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;领导是使用不同权力以多种方式引导和影响被领导者的能力
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;领导者 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;领导者的责任是确定组织目标并率领、引导和影响团体成员通过相关活动实现之
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介领导的领导力 行为特征：责任感，个人魅力，沟通能力，激情
四、媒介 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介的领导者与管理者 &nbsp;领导与管理之间存在差异，不能等同，不能相互取代
领导 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介领导不同于媒介管理
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒领掌舵，正确地做事；媒管划桨，准确地做事
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 管理者必须成为领导者
&nbsp; &nbsp; &nbsp; 2、媒介领导的 &nbsp;本质：服务与信息服务：服务不等于有求必应
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp;本质与特点 &nbsp;特点：全局性，社会性，协同性，前瞻性，风险性，先进性
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 权威：权威是实施领导的基础 &nbsp;权威：指对他人施加影响的权力和威望，包括外职位权力内声望
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;和威信。职权产生强制性影响力，威望产生自然性影响力
&nbsp; &nbsp; &nbsp; 3、媒介领导的 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;强制性影响力的形成因素：传统观念，团体规范，法定职权
&nbsp; &nbsp; &nbsp; &nbsp; 权威与原则 &nbsp; &nbsp; &nbsp; &nbsp;自然性影响力的形成因素：品德，才学，资历
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 合理而科学地使用权力 &nbsp; 对使用权力的成本风险正负功能，有正确充分认识
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;依据具体情况事态，有针对性地有选择地使用权力
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;权力行动与众人期望吻合，反映众人愿望和要求
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;理性成熟行使权力，避免情绪冲动or粗暴待人
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;慎用惩戒权和专家权，勿在不熟悉领域使用专家权，感召鼓励引导
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 社会效益与经济效益相结合原则
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 原则 &nbsp;管理理论与管理实践相结合原则
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 个人智慧与集体智慧相结合原则
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 统一领导与分层领导相结合原则
&nbsp; &nbsp; &nbsp; 4、领导者的 &nbsp; &nbsp;媒介领导者的角色：领头人指挥者联络者监察者交流者发言者企业家控制者分配者谈判者
&nbsp; &nbsp; &nbsp; &nbsp;职责与素质 &nbsp; &nbsp;媒介领导者的职责：制定战略目标
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;建立组织结构和规章制度 &nbsp; 根本职责
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;正确地选人和用人
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;合理决策
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;掌握实情 &nbsp; &nbsp; 经常职责
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;不断学习
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;建立愿景
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;媒介领导者的素质：十大条件论，十大素质论
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介领导者的招聘与选拔 意义
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;选择方法 招聘方法，选拔方法
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介领导班子的科学组合 年龄，知识，专业，智能，气质，性别
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;
&nbsp; &nbsp; &nbsp; 5、媒介领导者 媒介领导班子的有效模式 &nbsp; 以变革创新为宗旨
的选聘与组合 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;以团队精神为支柱
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;以持续学习为动力
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;以力争卓越为追求
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;媒介领导的评估和监督 &nbsp; &nbsp;媒介领导评估系统
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;媒介领导监督系统 &nbsp; &nbsp;
&nbsp; &nbsp; 媒介 &nbsp; 是现代媒介业各项管理工作的重要基础，也是媒介领导者管理媒介及其部门的基本手段。 &nbsp; 计划 &nbsp; &nbsp;一个有效的计划是实现媒介组织目标的一个轮廓，可以为媒介员工提供清晰的信息和行
及其 &nbsp; &nbsp;动的方向，从而有助于目标的实现。
作用 &nbsp; &nbsp;计划能有机协调媒介全体职员的思想和行动
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;计划能有效避免媒介管理者在危机中做出太多决策
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;计划能促使媒介决策者从全局出发考虑问题
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;计划能决定媒介公司的兴衰成败
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1、媒介 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 切实可行的原则 &nbsp; &nbsp; &nbsp; &nbsp;媒介市场瞬息万变
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;计划的 &nbsp; 制定媒介计划 &nbsp;保持弹性的原则 因为 &nbsp; 受众口味反复无常
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;内涵 &nbsp; 的原则与关键 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;广告客户见风使舵
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 竞争对手屡出新招
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 突发问题事件常常出现
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 当计划开始实施时，某些区域失败，某些更好
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 统筹安排的原则 要求 下级服从上级，局部服从全局，副业服从主业，一般工作服从
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 中心工作，经济效益服从社会效益
五、媒介计划 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介计划的
与决策 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 制定过程： &nbsp;确定任务目标，收集背景信息，提出战略计划，制定行动计划
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 和组成要素：见书上图 &nbsp; &nbsp;
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介的历史
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;⑴确定媒介的 &nbsp;参考因素 &nbsp; 媒介的老板
任务与目标 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;市场的变化
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介的资源
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介的优势 &nbsp; &nbsp; &nbsp; 主业范围
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 说明书 &nbsp;界定媒介的活动领域 &nbsp; 覆盖范围
&nbsp; &nbsp; &nbsp; &nbsp; 2、媒介 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;辅业范围
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;计划 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 阐述媒介的目标 &nbsp;长期目标 &nbsp;战略计划中的媒目应在数量上很少且优先考虑
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;工作 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 短期目标 &nbsp;员工应知道哪个目标最重要
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 特别指出 &nbsp;目标设定依实情，应是成员进过努力能实现的
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ⑵研究媒介的 &nbsp;来自外部渠道的环境信息：观众情况，广告主情况，竞争对手情况，组织行为信息
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 环境信息 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;市场变化信息
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 来自于内部渠道的环境信息
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ⑶提出媒介的 &nbsp;经营管理策略的模型：压缩成本策略，增容扩版策略，科学聚焦策略
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 经营管理策略 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;差异化策略，挖角策略，垄断化策略
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 经营管理策略的层次：大/小型策略
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ⑷评价与落实 &nbsp;评价与选择行动方案
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 行动方案 &nbsp; &nbsp;制定与实施行动计划：组织过程，财政预算，工作员工，媒介领导
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;概念：是指媒体领导层（管理层）或媒体领导者（管理者）在不确定的或冒险的条件下，就运用
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;有限资源对达到目标的途径和方法作出抉择的过程。
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;特征：决策的主体——个人或团体
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;决策的目的——达到某种目标
3、媒介决策的 &nbsp; &nbsp; &nbsp; &nbsp;决策的情境——不确定性和冒险性 动态性，可变性，复杂性
概念与特征 &nbsp; &nbsp; &nbsp; &nbsp;决策的对象——有限的资源
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;决策的过程——三个阶段 决策的 设计与控制，评估与选择，实施与监控
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;原则 ①管理决策的四个原则：情况清楚，量力而行，优中选优，集体决策
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ②媒介管理决策八忌：主观武断，不懂装懂，顾此失彼，推卸责任，头痛医头，盲目效仿
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 大吹大擂，虎头蛇尾
五、 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;科学决策与经验决策
类型 &nbsp; 计划性决策与非计划性决策
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;决策过程的相似性：决策轮 界定问题，阐述目标，制定方案，挑选方案，选定方案，实施方案
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 程序 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;收集和分析信息是中心 &nbsp;
&nbsp; &nbsp; &nbsp;4、媒介决策的 &nbsp; &nbsp; &nbsp; &nbsp; 决策的起因与界定 怎样确定要解决的问题 收集媒组内外部信息；对信息鉴别整理分析，找出
&nbsp; &nbsp; &nbsp; &nbsp; 类型与程序 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 症结，确定所要解决的问题的性质
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;决策的设计和挑选
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;决策的选定与实施
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介管理决策 &nbsp; 决策与时间限制
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 的制约因素 &nbsp; &nbsp; 决策与信息来源
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;决策与分析方法
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 内涵
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1、媒介生产 &nbsp; 特征：产品生命周期短，知识密集型，思想指导性，程序灵活性
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 分析 &nbsp; &nbsp; &nbsp; &nbsp;管理：生产决策管理
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 信息资源管理
六、媒介生产 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介生产者管理
&nbsp; &nbsp; &nbsp; 与 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;生产目标管理
&nbsp; 媒介产品 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介产品的 &nbsp;媒介产品是一种特殊的产品，是媒介根据市场的需求，生产制作出满足消费者需求的
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;产品属性分析 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;产品和服务
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;从经济学角度，媒介产品首先是一种商品，它同一般商品一样，具有使用价值和交换
&nbsp; &nbsp; &nbsp; &nbsp; 2、 媒介产品的 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 价值，具有一般商品的基本属性。其次，媒介产品要实现自身价值，
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;经济学解读 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;必须投放到市场中去，在市场这只无形的手的指挥下进行流通。同时，
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;作为一种特殊的精神产品，它还需要与一定的政治经济文化宗教和审美观念相适应。
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介产品的 媒介产品的基本使用价值
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;价值分析 &nbsp;媒介产品的特殊使用价值
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;媒介产品的附加值
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;媒介产品 生产开发相应的媒介产品去实现占领某一细分市场目标的过程就是媒产定位
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;定位分析 ①特定功能开发，定位诉求，受众市场，位置
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ②特定的使用功能和服务功能
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ③市场为导向，定位分析；不能主观愿望，主观想象
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;媒介产品的 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 考虑市场因素
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;定位与开发 媒介产品生命 从开始进入市场到被市场所淘汰的这一时间过程。被消接受存在的时间
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;策略分析 &nbsp; 周期分析 &nbsp; &nbsp; 决定因素：需求，技术创新，市场竞争，媒产品质量和功能
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;最终表现为市场对媒产品需求的变化，媒经营状况，利润水平
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;目的：把握各阶段特点和规律，并把它用于市场营销和管理活动过程中
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;差异大主因：媒产品自身特点和局限性，媒介管理水平和技术创新因素
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;最典型模式：引入期成长期成熟期衰退期
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介产品开发分析：市场空白/产品组合/产品系列/单一产品/产品全面开发策略
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介产品组合分析：①分析评估，潜力趋势，空白点，最佳组合；②结合生命周期，开发扶持，改进完善，淘汰，放弃，最优化控制；③结合竞争，扬长避短，特色优势
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 特殊性：a集精神消费和信息消费于一体；b反映公众的文化意识
六、 3、媒介产品 &nbsp; &nbsp; &nbsp; &nbsp;商品性媒产：经济实体市场运作，价值和使用价值，经费
&nbsp; &nbsp; &nbsp; &nbsp; 的类型 &nbsp; &nbsp;类型：非商品性媒产：新闻产品和公益产品
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;制定媒介产品 a媒产价格策略是 媒介在市场营销过程中，通过对市场行情和产品状况等要素的分析，对
&nbsp; &nbsp; &nbsp;4、媒介产品 &nbsp; 价格策略的 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介产品进行定价的系统思路和方法。
&nbsp; &nbsp; &nbsp; &nbsp; 价格策略 &nbsp; 依据 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 基本目的是在竞争中巩固市场，扩大份额，抗击对手，赢得市场优势
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; b制定应考虑媒介产品的：成本因素一般比较稳定，生命周期较长，受众市场较固定，
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 传统媒产与新兴媒产在市场销售过程中，其销售方法与策略差异，市场空间。
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; c分析：媒介产品要素
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 市场要素 &nbsp; 市场需求
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;市场竞争
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;市场销售
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介组织目标
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;媒介产品的 &nbsp;定价的基本手段：折扣定价，降价，价格维持，提价
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;定价手段与 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;尝试定价 考虑因素，利润目标，竞争对手价格，价格目标 &nbsp;
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;定价过程 &nbsp; &nbsp;价格制定的过程：定价评估 &nbsp; 同类媒产市场价格水平及销量；
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介的销售能力，尤其促销能力评估
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;相对稳定的原则 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 成本开支的评估分析
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;确保利润 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介产品效益状况可行性分析
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;公平竞争 &nbsp; &nbsp; &nbsp;确定定价销售方法：零售价，折扣价，承包价，招标价，渗透价差别价
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 媒介产品价格 &nbsp; 综合平衡
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 策略运用原则 &nbsp; 市场开发
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;特点 &nbsp;特点：a媒介公司能以同一产品进入不同的媒介市场
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;1、媒介市场 与 &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;b媒介公司能够让同一产品满足不同购买者的需求 &nbsp;so混合性混杂性风险性伸缩性
&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;类型 &nbsp; &nbsp; &nbsp; &nbsp;c媒介市场可以让买卖双方都从交易中受</p>